BRAND BRIEF WORKSHEET — YOUFORM

Project: [fill in]
Version / date: [fill in]
Status: Draft / agreed [choose]

PROJECT AND REASON
What are we making, and why now?
Decision: [fill in]
Supporting source / open point: [fill in]

BUSINESS PURPOSE AND OFFER
What does the business do, and which values affect its actions?
Decision: [fill in]
Supporting source / open point: [fill in]

AUDIENCE AND SITUATION
Who needs this offer, and what brings them to it?
Decision: [fill in]
Supporting source / open point: [fill in]

ALTERNATIVES AND POSITIONING
What else could that audience choose? Which difference can we support?
Decision: [fill in]
Supporting source / open point: [fill in]

EVIDENCE AND OPEN ASSUMPTIONS
Which sources support the direction? What still needs checking?
Decision: [fill in]
Supporting source / open point: [fill in]

MESSAGE AND VOICE
What should people remember? What should the brand sound like or avoid?
Decision: [fill in]
Supporting source / open point: [fill in]

VISUAL DIRECTION AND CONSTRAINTS
Which references explain the direction? What must stay or work in practice?
Decision: [fill in]
Supporting source / open point: [fill in]

TOUCHPOINTS AND SCOPE
Which deliverables, sizes, and formats are included? What is excluded?
Decision: [fill in]
Supporting source / open point: [fill in]

BUDGET AND TIMING
What is approved, which milestones are agreed, and which dates depend on others?
Decision: [fill in]
Supporting source / open point: [fill in]

DECISION AND FEEDBACK
Who approves, who contributes, and how will feedback be consolidated?
Decision: [fill in]
Supporting source / open point: [fill in]

OPEN POINTS AND SIGN-OFF
For each unresolved item, record the owner, due milestone, and effect on work. Record the brief version and approval date when agreed.
Decision: [fill in]
Supporting source / open point: [fill in]

Approval owner: [fill in]
Approved version and date: [complete when agreed]

Guide: https://youform.com/blog/branding-questionnaire/